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Beyond the Last Ad
Young-Bean SongAtlas Institute
February 12, 2008
3© 2007 Atlas—All rights reserved.
Conversion Attribution
The “Last Ad” Standard– Last Ad Clicked– Last Ad Viewed
$
$
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$
Co
nv
ert
ers $
SearchGoogle
BannerYahoo
Rich Media & Sponsorship MSN
BannerCNet
BannerSky Sports
The RealityCampaigns reach consumers multiple times, across multiple channels, over extended periods of time
4© 2007 Atlas—All rights reserved.
Cross Channel Synergy
5© 2007 Atlas—All rights reserved.
Conversion Rate Comparison
The impact of reaching users across search and display
6© 2007 Atlas—All rights reserved.
Cross Site Duplication
7© 2007 Atlas—All rights reserved.
The reality of cross site duplication
Yahoo
MSN
Cnet
DrivePMAd.com
Yahoo
MSN
CNet
Ad.comDrivePM
Duplication
Atlas Institute
• 1/3 reach of a campaign is to users across multiple sites
• 2/3 of converters come from users reached across sites
• Frequency of overlapped consumers is 4 times greater
8© 2007 Atlas—All rights reserved.
The Navigational Nature of Search
9© 2007 Atlas—All rights reserved.
Sponsored Search Ads Mostly Navigational
Non-Branded Branded Total
First Visit 29.0% 22.7% 51.7%
Repeat Visit 11.4% 36.9% 48.3%
Total 40.4% 59.6% 100.0%
71% of Sponsored Search Clicks are Navigational
10© 2007 Atlas—All rights reserved.
A Better Model for Conversion Attribution
11© 2007 Atlas—All rights reserved.
C
* Frequency
* Ad Size
* Rich Media
* RecencyConversionAttribution
=
Mapping Engagement and Conversions
╬╬╬ ╬╬╬╬╬
* Daypart
* Order
* Targeted
* Interactions
12© 2007 Atlas—All rights reserved.
Making the New Standard Actionable
Site Cost Imps Clicks VBC CBC Total CPA VBC CBC Total CPAYahoo $20,000 2,000,000 8,950 237 140 377 $53.05 278 155 433 $46.19Cnet $25,000 1,000,000 3,500 220 75 295 $84.75 180 100 280 $89.29MSN $25,000 1,666,667 6,408 350 180 530 $47.17 384 230 614 $40.72AOL $20,000 2,500,000 8,933 313 85 398 $50.25 265 90 355 $56.34Ad.com $10,000 3,333,333 6,251 126 24 150 $66.67 133 46 179 $55.87Weather $10,000 2,000,000 2,879 88 10 98 $102.04 94 29 123 $81.30Google $25,000 0 27,778 0 666 666 $37.54 0 530 530 $47.17Total $135,000 12,500,000 64,699 1,334 1,180 2,514 $53.70 1,334 1,180 2,514 $53.70
Last Ad Conversions eMap Conversions
Yahoo has 15% more conversions
Customize the impact of each of these variables: + Reach + Frequency + Recency + Ad Size + Ad Type + Rich Media Interactions + Multiple Click Throughs
New conversion metrics are calculated and available in media reporting
Enabling quick and easy multi-variable optimization across channels
